Conversations That Sell: Collaborate with Buyers and

Make Every Conversation Count

by Nancy Bleeke
Foreword by Jill Konrath
(excerpt)
Chapter 2
Collaborative Selling: here !very Conver"ation Co#nt" and !veryone
in"
$%agine thi" "cenario& 'o#re in a conver"ation( "itting acro"" )ro% another party%aybe
one per"on( a co#ple( or a b#"ine"" tea%with a wide de"k or kitchen table between yo#&
*he "#r)ace between yo# i" covered with doc#%ent"( a co%p#ter( a telephone( and "tack"
o) paperwork& 'o#r pro"pective b#yer i" avoiding direct eye contact( a)raid that yo#re
there to sell the% "o%ething or tell the% "o%ething they have to do&
Now i%agine a di))erent "cenario& 'o# enter a con)erence roo%( o))ice( or living
roo% and yo#r b#yer "%ile" at yo# and greet" yo# with a war% hand"hake& *hey invite
yo# to "it next to the% to "hare idea" and in)or%ation& *hey are open when re"ponding to
yo#r +#e"tion" and engage with yo# collaboratively to di"c#"" how yo# and yo#r "ol#tion
%ight help the%( or provide "o%ething they want or need&
$n which "cenario do yo# have a better chance o) "#cceeding, *he "econd one( o)
co#r"e-
.ow do yo# %ake that happen, .ow do yo# create "#ch a "etting, 'o# approach
each "ale #"ing the collaborative "elling approach yo#ll learn in thi" book&
hy Collaborative Selling ork"
B#yer" and "eller" o)ten approach a "ale" "it#ation a" i) they are on oppo"ing "ide" o) the
tableor oppo"ite "ide" o) a negotiation& *hat" what yo# "aw in the )ir"t "cenario&
Collaborative selling i" abo#t being on the "a%e "ide( working "ide/by/"ide with
yo#r b#yer to achieve "o%ething yo# both want& *hey want a "ol#tion0 yo# want a "ale&
*hat" what yo# "aw in the "econd "cenario&
.ow then do yo# achieve what yo# both want, By )oc#"ing on the b#yer&
hen yo# )oc#" on helping yo#r b#yer "olve a proble%( capt#re an opport#nity(
or get what they want or need( yo# give the% greater val#e( b#ild a tr#"ting relation"hip(
earn their loyalty( and end #p with %ore "ale"& *hat" a "it#ation where yo# both achieve
what yo# want or need"hort/ter% and long/ter%&
*o help yo# re%e%ber the i%portance o) )oc#"ing on yo#r b#yer thro#gho#t the
"elling proce""( $ve developed an acrony%ii)*( prono#nced whi))/it which
"tand" )or hat" in it )or *he%, *he% i" yo#r b#yer& $t" "pelled with a capital T
beca#"e the )oc#" i" on Them&
*he way yo# )oc#" on the b#yer i" to %ake their proble%"( opport#nitie"( want"(
and need" the )oc#" o) your conver"ation" and the rea"on )or yo#r "ol#tion& *hi" lead" #"
to another i%portant acrony%12N"( prono#nced with the "o#nd o) the )ir"t o in
opportunity& 12N" "tand" )or proble%"( opport#nitie"( want"( and need"the ite%"
yo# work with yo#r b#yer to addre"" or achieve& ($ pro%i"e there are only three acrony%"
in thi" book )or yo# to re%e%ber&)
3"#ally "eller" are ta#ght to )ind the b#yer" want or need( and that i" a great place
to "tart& 'et when yo# look beyond the obvio#" want or need and help yo#r b#yer capt#re
opportunities and "olve problems, yo# gain their re"pect( earn their tr#"t( give greater
val#e( and create a "tronger "en"e o) #rgency )or adopting yo#r "ol#tion&
*he"e de"ired or not/yet/capitali4ed/#pon opport#nitie" and known and #nknown
proble%" are o)ten the area" yo# can provide the %o"t val#e& $n con"#%er "ale"( the"e
%ay be li)e changer"& 'o#r "ol#tion %ay lead to le"" "tre""( healthier relation"hip"( an
i%proved +#ality o) li)e( a %ore organi4ed li)e"tyle or ho%e( or a better work/li)e
balance&
$n corporate "ale"( they %ay be %ore co%plex( involve other depart%ent"( and
help the co%pany" c#"to%er" or bene)it the overall organi4ation& 'o#r "ol#tion %ight
help the% avoid )#t#re replace%ent co"t" or red#ce %aintenance expen"e"& 'o# %ight
help the% reali4e a high/level bene)it( "#ch a" eli%inating red#ndancy with another
depart%ent or i%proving the co%pany" rep#tation& *he"e are thing" yo#r b#yer %ay not
have tho#ght abo#t( and yet addre""ing the% bene)it" the b#yer" co%pany and p#t" the
b#yer in a )avorable light within their own co%pany&
hen yo# think beyond i%%ediate want" and need"( yo# %ake a h#ge di))erence
to yo#r b#yer& *he i%pact %ake" yo# %ore val#able than "o%eone who 5#"t provide" a
prod#ct or "ervice&
*here are "o%e %i"#nder"tanding" abo#t what collaboration i"& *here i" a
perception that collaboration i" an ard#o#" proce""( involving large tea%" o) people and
long ti%e line"& 'et collaborative "elling can be a" "i%ple a" a "ingle conver"ation( or a
"tring o) conver"ation"( between a b#yer and a "ellertwo/way conver"ation" where the
di"covery and dialog#e are part o) the val#e the b#yer receive"&
$n a n#t"hell( collaborative "elling involve" a b#yer and "eller( working together(
conver"ation by conver"ation( to addre"" the b#yer" 12N"( with the o#tco%e being
that they both achieve "o%ething o) val#e& *he approach work" whether yo#r
conver"ation" take place )ace/to/)ace( over the phone( or thro#gh e%ail&
Collaboration $" Con"#ltation 1l#"
Consultative selling( which ha" been the nor% )or %any year"( po"ition" yo#( the "eller(
a" the expert in yo#r )ieldthe a#thority on yo#r prod#ct or "ervice& 'o#r role ha" been
to #ncover yo#r b#yer" want" and need"( go o)) in a "ilo and develop a "ol#tion( and then
ret#rn to explain how yo#r "ol#tion %atche" the b#yer" need& $t" a the% and #"
%ind"et( not a working together approach& 6ltho#gh the approach ha" been extre%ely
e))ective )or decade"( it only addre""e" want" and need"( and %i""e" opport#nitie" and
proble%"& Collaborative "elling provide" an opport#nity to add %#ch %ore val#e( a" $ll
explain later in thi" di"c#""ion&
Collaborative "elling i" al"o a %ore e))icient "ale" proce""& *oday" b#yer" are
)aced with %ore challenge" than ever be)ore& *hey are )aced with what $ call a 7ore and
8e"" "yndro%e:
*oday" b#yer" )ace:
7ore 8e""
9e"pon"ibility B#dget
:#tie" Sta))
!xpectation" *i%e
Stre"" 1atience
$n)or%ation :eci"ion/%aking a#thority
Seller" need an e))icient( e))ective "elling approach that doe"nt wa"te their
b#yer" ti%e or add to their 7ore and 8e"" challenge"& 'o# need to %ake every
conver"ation co#nt )or yo#r b#yer( and that" what happen" when yo# )oc#" on ii)*& $t"
al"o what happen" when yo#r b#yer beco%e" a part o) the "ol#tion&
9e%e%ber the old "aying that two head" are better than one, hen yo# and the
b#yer bring yo#r collective experti"e and idea" together( yo# o)ten co%e #p with a
"ol#tion that neither o) yo# wo#ld have di"covered alone&
6 participant in one o) %y training "e""ion" "hared a "it#ation where he wa" )aced
with a b#yer" ob5ection& 9ather than trying to identi)y a "ol#tion to the ob5ection by
hi%"el)( he a"ked the b#yer )or their "#gge"tion& *he b#yer" "#gge"ted "ol#tion wa" one
the "eller never wo#ld have tho#ght o)( leading the b#yer to )eel part o) the "ol#tion and
the "eller to have a +#icker deci"ion with a co%%itted b#yer&
hen yo# collaborate( yo#r conver"ation" are relevant )or both yo# and the b#yer(
yo# red#ce the b#yer" )ear or irritation o) being "old to or told to( better idea" are
c#ltivated( and earlier b#y/in i" achieved( %aking the )inal "ale" deci"ion %#ch ea"ier to
"ec#re& Sale" clo"e %ore +#ickly and both partie" achieve their goal" %ore e))iciently(
which i" exactly what today" 7ore and 8e"" b#yer need"&
hen 'o# Collaborate( !veryone in"
hile weve e"tabli"hed that collaborative "elling )oc#"e" on the b#yer and their 12N"(
ii)* doe" not %ean that the "eller and the "eller" co%pany are #ni%portant& $n"tead( the
winning "ol#tion or o#tco%e bene)it" everyone involved&
$n a traditional win/win "it#ation( the goal i" )or two "takeholder"typically the
b#yer and the "elling co%panyto win& ith collaborative "elling( the "ale"per"on i" al"o
an i%portant "takeholder&
$ o)ten hear "eller" talk abo#t )eeling #ni%portant( ca#ght between their co%pany
and their b#yer"& *hey expre"" )r#"tration" abo#t being p#"hed to "ell certain prod#ct"(
when they know a di))erent "ol#tion will )it their b#yer" 12N" better& *hi" p#t" the
"eller in an #nco%)ortable "it#ation where they cant po""ibly win& (By the way( i) yo#
)ind yo#r"el) in a "it#ation like thi"( yo# can #"e the collaborative "elling "kill" yo#ll
learn thro#gho#t the page" o) thi" book to al"o collaborate within yo#r co%pany to
achieve a %#t#ally bene)icial re"#lt&)
hen all partie" work together( all the "takeholder" win& $t" a win/win/win or
in
;
($ alway" "ay win/c#bed)&
Fig#re 2< graphically repre"ent" the in
;
( ill#"trating the interconnectivity o)
the "takeholder"& *he center co%ponent" o) the %odel are the %ean" )or acco%pli"hing
the triple win( in
;
&
Fig#re 2<
in;
.ow doe" each o) the"e "takeholder" win, 8et" identi)y the po""ibilitie" when the
"ale i" %ade and the b#yer" 12N" are "#cce"")#lly addre""ed&
Your customer win" by having a "ol#tion to their 12N"& *hey %ay bene)it in
any n#%ber o) way"( incl#ding: %ore "ati")action in their work( le"" "tre""( %ore %oney
or "aving"( %ore )ree ti%e( peace o) %ind( an opport#nity capt#red( an enhanced
rep#tation( a proble% re"olved( a "peci)ic need or want )#l)illed( and the ability to take on
additional re"pon"ibilitie" and challenge"&
Your company win" with increa"ed reven#e( additional "ale"( %arket "hare gain"(
c#"to%er retention( higher pro)it %argin"( higher e%ployee retention( and a good
rep#tation&
You, the seller, win by being gain)#lly e%ployed and co%pen"ated( altho#gh that"
not #ni+#e to the collaborative "elling approach& hat %ake" collaborative "elling #ni+#e
i" that "tronger b#yer relation"hip" and val#e are provided that create loyalty and lead to
%ore( and o)ten larger( )#t#re "ale"& 'o# al"o beco%e a val#able part o) the "ol#tion( a"
we di"c#""ed in Chapter <( and that b#ild" greater con)idence and "ati")action& Now were
talking in
;
-
hat" %ore( the ripple e))ect o) winning extend" beyond the in
;
& *here are
additional "takeholder" who al"o win& *he"e incl#de the b#yer" co%pany( yo#r
co%pany" "hareholder"( other" in yo#r co%pany who b#ild the prod#ct and deliver the
"ervice yo# "ell( or tho"e who "i%ply keep their 5ob" beca#"e yo#r "ale" contrib#te to the
co%pany" botto% line& 'o# can even add yo#r per"onal "takeholder"( incl#ding )a%ily
and )riend"( beca#"e yo#r well/being and )inancial "#cce"" a))ect the%( too& hen a
collaborative "ale i" %ade( and the b#yer" 12N" are addre""ed( it" a "tring o) win" all
aro#nd&
6bo#t now yo# %ay be wondering( $" it really po""ible )or all the "takeholder" to
win, $t i" po""ible when yo# )oc#" on the co%ponent"

in the %iddle o) the in
;
%odel&
Conver"ation by Conver"ation( hat Collaboration 8ook" 8ike
hile collaborative "elling %ight "o#nd good in theory( it %ay be hard )or yo# to pict#re
how it really work"& 8et %e ill#"trate with an exa%ple )ro% %y own experience&
e began at the tablethe b#yer and $engaged in a relevant conver"ation abo#t
hi" b#"ine"" proble%" and opport#nitie" and hi" training want" and need"& 6)ter a high/
level review o) o#r training "ol#tion( he wa" intere"ted in learning %ore& hat he wanted
wa" to know the )inal i%ple%entation reco%%endation and co"t"now-
$ co#ld have gone back to %y o))ice to devi"e the plan )or hi%0 in"tead(
recogni4ing hi" per"onality type (%ore abo#t that in Chapter =)( $ decided $ needed to
incl#de hi% in the proce"" right then and there& $ a"ked i) he wanted to b#ild it with %e&
*ogether we "ketched o#t the i%ple%entation plan on a white board& $ then added
the inve"t%ent" while he ob"erved and a"ked clari)ying +#e"tion"& .e wa" able to "ee
how each piece worked and how the co"t" were calc#lated& .e wa" able to a"k +#e"tion"
and get i%%ediate re"pon"e"&
*he b#yer wa" plea"ed( and yet $ didnt get a yes that day& .e wanted to )ini"h hi"
review o) other vendor" to deter%ine i) %ine wa" indeed the be"t "ol#tion& Beca#"e we
had b#ilt the "ol#tion together( $ wa" con)ident that he wo#ldnt )ind a better )it&
$t wa" a long thirty day" be)ore he called to "ay that he wanted to work with %e(
and that o#r collaborative proce"" wa" the deciding )actor& 6)ter "eeing how other training
con"#ltant" worked( he recogni4ed he didnt want hi" rep" learning their techni+#e"&
hile not every "elling "it#ation re+#ire" the "a%e level o) collaboration( it wa"
power)#l in thi" ca"e( and )or thi" type o) deci"ion %aker& $) $ had )ollowed the typical
path o) taking in the in)or%ation and then getting back to hi% later( $ %ight not have
earned hi" b#"ine""( which $ have now en5oyed )or a prod#ctiveand re%#nerativeten
year"&
6nd 5#"t in ca"e yo# think collaborative "elling only applie" in B2B "ale"( here"
an exa%ple )ro% a con"#%er "ale& K#rt( a )inancial advi"or( "at at the kitchen table with a
co#ple di"c#""ing their retire%ent drea%"( their plan )or )#nding their children"
ed#cation and wedding"( and the vacation they wanted to take )or their twenty/)i)th
anniver"ary&
K#rt a"ked +#e"tion" o) both the h#"band and wi)e )or clarity( and )acilitated the
dialog#e between the% to prioriti4e& .e then began to explain how he %ight help the%
achieve the"e )inancial goal"& K#rt a"ked )or their tho#ght" and )eeling" abo#t vario#"
option"( working with their exi"ting )inancial inve"t%ent" and b#dget( and their need" )or
in"#rance& .e helped the% get in "ync on their goal" and their overall approach&
6t the end o) the conver"ation( K#rt %ade a co%%it%ent to p#t together a plan to
achieve what they had di"c#""ed& 3nlike what happened in %y exa%ple( K#rt did go
away to develop the plan( in thi" ca"e it wa" nece""ary to develop the correct plan a)ter
re"earching option"& 6t their next appoint%ent( he ill#"trated the plan and connected it
back to their goal" and earlier di"c#""ion& .e a"ked )or their inp#t( co%%ent"( and
+#e"tion"( and then a"ked i) they were ready to %ove )orward& *hey were&
$" Collaborative Selling orth the !))ort,
*here are potential challenge" with any approach to "elling( and collaborative "elling i"
no di))erent& 7y belie) i" that a" yo# read thro#gh the tip" and "trategie" o#tlined in the
re%aining chapter"( yo#ll decide that it" in yo#r be"t intere"t to adopt and adapt the"e
collaborative and ii)*/)oc#"ed "trategie"& 6nd( a" a client recently re%inded %e( they
are al"o in the be"t intere"t o) the b#yer&
*he"e "trategie" %ay "ee% like extra work at )ir"t( and $ wont "ay that
collaborative "elling i" easier& hat $ have )o#nd( tho#gh( i" that it" a %atter o)
tran")erring energie" and action"( rather than adding %ore0 it" a %atter o) getting
co%)ortable with the new techni+#e"and adapting the% to %ake the% yo#r own&
$) yo# believe that deep b#yer relation"hip" are i%portantrelation"hip" that lead
to repeat b#"ine""( re)erral"( and loyal c#"to%er"then yo# will )ind that the e))ort o)
collaborating i" well worth it&